On the Nature of 20th and 21st Century Gendered Marketing Strategies and Perceptions Toward Cigarette Products in the United States and China

Abstract

This thesis examines the prevailing sentiments toward cigarettes and the targeted marketing strategies in the 20th and 21st century of the evolving markets in the United States and China. Specifically, marketing campaigns featuring women as the main subject are analyzed, as well as their effects on smoking rates and what cultural significance can be extracted by the advertisements’ portrayals. Through this analysis, a commentary on historically exploitative marketing tactics can be made, and themes and trends revealed can be extrapolated to the modern industry. Chapter 1 discusses the development of gendered marketing and perceptions toward tobacco and its gendered use in the early 20th century in the United States and China. The subsequent chapter compares contemporary 21st century public opinion in both markets and smoking trends, as well as modern incarnations of cigarette marketing. This thesis will argue that both markets heavily encouraged women to smoke in the early 20th century, and, while both demographics were slow to take up smoking cigarettes, the advertisements acted as a reflection of shifting sentiments toward women smoking and resulted in an increase in use, an increase resilient to today. Further evidence suggests an uptick in smoking among this demographic may be possible in China based on prevailing trends.